ABM Account Insight drives forward higher personalisation levels with your target accounts at scale. In turn, this helps in increasing customer engagement with your best fit target accounts.
The key to ABM success lies in the ability to deliver personalised experiences with your target accounts. For example, German software giant SAP leveraged ABM to achieve “three times the amount of engagement” through developing personalisation at scale. Hence, the SAP case proves that personalised experiences to relevant buyers will result in significant engagement and in turn, revenue.
What ABM marketers need to understand is that to achieve personalisation at scale is difficult. However, with a customer-driven insight program in place such as an ABM Account Insight program, achieving personalisation at scale becomes much easier:
Insights help you achieve personalisation at scale
Account insights specific to your targeted industry can be quickly leveraged onto your outreach programs that are targeted towards your best fit accounts.
For instance, if I am aware of a major shift in strategic priorities of my target account, I can align my services and products to suit the new strategic priorities of my target account. The new strategic priority could perhaps be more customer-driven, which means change in positioning and impacting all the way to messaging and engagement.
The fundamental understanding of target accounts can be fueled through a customer-driven insight program in place such as ABM Account Insight. Personalisation at scale is achieved through having a dedicated insight program to develop insights that demonstrate empathy.
Be customer obsessive with ABM Customer Insights
Customer obsession is key to ABM success. Learning about the ‘A’ in ABM is a crucial foundation for your targeted marketing programs. Customer obsessed B2B firms are more likely to enjoy loyal relationships with their customers and also enjoy revenue growth.
By placing your customer’s needs, strategic priorities and challenges at the centre of your targeted marketing strategy, you will be able to overcome difficulties in achieving personalisation scale.
You can be more customer obsessive by simply conducting individualized deep-dive research into target accounts and their industries. Moreover, by doing so alleviates the biggest problem facing ABM marketers: the problem of data and insights.
Conclusion
Personalisation helps drive forward customer engagement through delivering highly relevant experiences to your ideal buyers. ABM Customer Insights and other industry-specific insight programs in place helps you achieve that personalisation at scale. ABM Insights are also key to customer obsession: go beyond developing data and processes to understand customers but instill a culture around customer obsession.